While many asset managers continue to fail to connect meaningfully with registered investment advisors, many are turning to such digital media as micro websites, social media and mobile applications, according to a new report from Financial Research Corp., “Winning Strategies for Marketing and Distributing to the RIA.”

“While a traditional ad campaign is typically short-term in nature, we are now seeing firms couple them with social media elements, which can increase the long-term impact of their campaign,” said Amy LaFrance, author of the report. “This generates more meaningful interactions with RIAs and opens the door to building stronger relationships in the future.”

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